The limited-edition collaboration translates the iconic film’s imagery and pop-culture cues into a range of graphic T-shirts.

Twenty-five years after Dil Chahta Hai captured a generation’s take on friendship, travel and urban youth culture, the cult film is getting a new expression – this time through fashion.

H&M India has launched a limited-edition collection inspired by the 2001 film, in collaboration with Excel Entertainment and Universal Music India. The collection has been co-designed by Aaquib Wani Design, drawing from the movie’s characters, locations and visual world.

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The current drop features graphic T-shirts for men and women, priced at Rs 1,499, with designs referencing recognisable elements from the film, including its iconic connection with Goa’s Chapora Fort. The collection is available on H&M’s website and at select stores across India.

For H&M India regional manager and CEO Helena Kuylenstierna, the partnership carries a personal connection. In a LinkedIn post, she recalled discovering Dil Chahta Hai shortly after moving to India, when she happened to watch the film silently on a neighbouring seat’s screen during an overnight flight. She described the opportunity to bring the film into fashion as particularly meaningful.

The collaboration also reflects H&M’s broader use of entertainment IP to create fashion collections. The retailer has previously worked with global franchises including Stranger Things and Disney.

However, the Dil Chahta Hai collection taps into a distinctly Indian form of nostalgia. Instead of relying solely on character imagery, it draws from the film’s locations, aesthetic and cultural influence.

Directed by Farhan Akhtar, the 2001 film starred Aamir Khan, Saif Ali Khan and Akshaye Khanna, and became a defining cultural reference for friendship and contemporary Indian youth.